Sanitary market into the bathroom or not into?

Property purchase restrictions, rising raw material prices, increased labor costs, difficulties in recruiting, and fierce competition have caused a series of problems that have restricted the pace of development of sanitary ware companies. When the smoke in the first and second tier markets is becoming more diffuse, the markets in the third and fourth grades are setting aside clouds. Gradually appear in people's eyes.

According to statistics, the number of urban consumers is already 50% higher than that of tier one and tier two cities. In the next 20 years, the annual income of small towns with annual income of more than 35,000 will increase by 7.6 million households per year, which is faster than the urban growth rate. Does this mean that if you open up the clouds in the 3rd and 4th markets, you can see Yueming?

TOTO: Increases the coverage of the 3rd and 4th markets by the distribution mechanism Foshan Shiwan Dongyang Building Materials Co., Ltd. Managing Director Dianboquan Dongyang Building Materials is the largest distributor in southern China and currently has 13 dealerships in the Guangdong region due to TOTO. Is positioning high-end brand, our market is also mainly in the first-tier cities. However, it has gradually opened distribution stores in Zhanjiang, Zhaoqing, Maoming and other places. Our products have been selling well all the time. On the one hand, the brand is excellent, and on the other hand, TOTO's own products are very popular with consumers. Even though this year's relatively severe market situation, our 13 Guangdong stores still maintain a relatively good sales momentum.

For the third and fourth tier markets, due to its limited spending power on high-end bathroom products, it has not always been our development focus. At present, some people also raise the question: “One or two lines of property purchases are more severe and business is not good, but there is more room for development in the third and fourth tier cities.” In this regard, we have adopted distribution methods in Zhaoqing and Zhanjiang, on the one hand because If the consumption is small, if it is opened directly, it will lead to deficits. On the other hand, we can also see the improvement of the economic level of the three or four levels of the market, and the sales volume has been growing at a small rate. So at present, it is more appropriate to adopt a distribution mechanism.

And based on my experience in visiting so many building materials markets, most bathroom products currently selected by consumers are mainly domestic brands, and our customers are generally from local retail customers, foreign customers who came to pick the goods during the Taohu Fair and slightly Consumers in remote areas. In the tertiary and quartile markets, the main sales still rely on home improvement channels and engineering channels, which also requires us to strive to open up.

Dongpeng Sanitary Ware: Refined Marketing Channels Doubled Dongpeng Sanitary Ware Marketing Manager Liu Xinmin Dongpeng Sanitary Ware was one of the first companies to produce sanitary products in China and has established more than 1,500 sales outlets nationwide, even in 2011. Under the situation of a cold market economy, Dongpeng Sanitary Ware Co., Ltd. still maintained a relatively good growth. In 2012, Dongpeng Sanitary Ware Co., Ltd. will implement refined marketing, deepen its channels, and formulate a doubling of channels and achieve an annual growth of 50%. aims.

This is mainly due to the impact of the current policy environment, and the tightness of real estate in Tier 1 and Tier 2 cities. With the improvement of living standards in Tier 3 and Tier 4 markets, the infrastructure in the Tier 4 and Tier 4 areas, such as drainage systems and water supply systems, has been obtained. A certain degree of improvement, on the other hand, not only the large number of consumers in the 3rd and 4th markets but also the increasing demand for sanitary products, has also made the 3rd and 4th markets become deep-growing channels for sanitary companies.

Dongpeng Sanitary Ware Co., Ltd. also realized this problem very early on. Our philosophy is that “Sunshine Sanitary Ware is where the sun shines”. In fact, it began to develop the market channels of the three or four levels long ago and entered 2012. Dongpeng Sanitary Ware Co., Ltd. will continue to intensify its efforts to achieve double the channel. The three or four-tier market differs from the primary and secondary markets in that it has a wide geographical area and the consumption habits are very different. In response to this, Dongpeng Sanitary Ware Co., Ltd. will continue to adjust the product structure and focus on the introduction of classic, functional and powerful sanitary products in the 3rd and 4th markets. It is also in line with the spending habits of local consumers. In addition, Dongpeng will focus on training agents in the distribution channels, and at the same time leveraging Dongpeng tile agents to implement the cooperation model of large and small agents to achieve channel development goals. In terms of logistics, Dongpeng will continue to set up a central warehouse for development and carry out more levels of cooperation with Dongpeng Ceramic Tiles. At the same time, it will increase peer-to-peer, batch shipments, and will continue to reduce its logistics costs and provide consumers with better services. More cost-effective products.

Faenza sanitary ware: Expanding Foshan Fann Sanitary Ware Co., Ltd. Marketing Manager Liu Linna, after building materials to the countryside to help the channels Following the “home appliances to the countryside” and “cars to the countryside,” the 2010 Central Document No. 1 proposed “under the building materials”. "Hometown", and with the tightening of the domestic first-and second-tier cities real estate purchase restriction policy, the continuous improvement of the living standards and spending power of consumers in the third and fourth-tier cities, which will make the three or four-tier market will have more and more room for development.

Faenza sanitary ware, as a well-known high-end brand at home and abroad, has established more than 2,000 sales outlets nationwide. There are also a small number of them in the 3rd and 4th markets. This is also determined by Faenza's brand height. of. Faenza has always advocated "harmony between home and nature," and this concept has also received strong consumer response in the high-end market, so even in the cold market environment in 2011, still achieved more than 10% increase.

In response to the development of three or four marketing channels, Faenza has been doing it, and in 2011 it won the honorary title of “Piloting Unit for the Promotion of Building Materials to the Countryside”, relying on the principle of “Building Materials to the Countryside”, relying on Fain. Shah’s own brand positioning, Faenza also targeted channel expansion in the 3rd and 4th markets.

The vastness of the 3rd and 4th markets has led to differences in the consumer styles of their consumers. Northern consumers are more inclined to functional sanitary products, and southern consumers are more concerned with design styles. Therefore, Faenza has been continuously The perfect product line, from the design, style, function and other aspects of continuous innovation, research and development of more expressive and practical sanitary products, I believe that Faenza brand concept and product style will also get a lot of three or four market consumers Favored.

Gobo Cheng Lin bathroom: temporarily not enter the 34 market Gobo Cheng Lin bathroom brand promotion manager Yang Yun under the strict control of real estate policies, the first and second tier cities are more affected, in this year is more difficult, we also It has been hesitating to enter the third and fourth markets.

Gobo has always been relatively low-key before 2011. Although Gobo has entered many hotels and gained industry recognition, it has not made much effort in brand building. From the 2011 Shanghai Kitchen and Bath Exhibition, Gobo repositioned itself. Brand line, that is aimed at the high-end market. Such a change requires a process of adaptation for both himself and the distributor, and the process of brand solidification in the hearts of distributors and consumers also requires a process. Although the impact of regulation may not be significant in third and fourth tier cities, the market may be able to do relatively well, but from the standpoint of establishing the brand's own image, it is not suitable for Gobo to enter. Starting in every market will make people unable to understand the positioning of the brand, so for the time being we do not consider entering the 3rd and 4th markets.

In addition, at present, the market in the first-tier cities is not yet saturated. The focus is still on the layout of first and second-tier cities.

Yili Sanitary Ware: focus on quality channels Pan Dachao, Chairman of Yili Sanitary Ware Equipment Co., Ltd. Eli Sanitary Ware was founded in 1996 and has been in the company for 16 years. Eli Sanitary Ware has been focusing on high-end consumer channels and is committed to the development of many branch companies in the country's first-line markets such as Xi’an, Chengdu, Shanghai, and Shenzhen, and with its overall practicality, ornamental and intrinsic functionality, with high-end accessories The decorative nature of formulating formed its noble and elegant personality, gained the support and love of many high-end consumers, and succeeded in creating one after another success in the export market.

Due to the relatively high positioning of Yili Sanitary Ware, it has not been a big move in the 3rd and 4th tier markets. There were also plans to enter the 3rd and 4th tier market in the early period. However, in 2011, raw material costs rose, labor costs increased, real estate purchases were limited, A series of problems such as recruitment difficulties and financing difficulties have had a tremendous impact on the sanitary ware industry. With the continuous expansion of the number and size of sanitary ware companies, competition has become more and more intense, which has also made the development of most sanitary ware companies. Difficulty. Moreover, with the continuous tightening of the country’s macroeconomic policies, and this situation will not improve significantly in 2012 or even 2013, in response to this situation, Yili Sanitary Ware will focus on the maintenance and consolidation of quality channels at the high end. The sales channel will devote more efforts to the 3rd and 4th level markets, and will continue to plan until the market situation becomes clear.